From the "Year of Consumption Boost" in 2023 to the "Year of Consumption Promotion" in 2024, the domestic consumer market has accelerated its recovery, the retail commercial market has "heated up" again, and retail brands have continued to live......
Focusing on the first store, the industry reshuffle has intensified, the "involution" has been upgraded, and the brands are also adjusting their layout in the new stage to find a new way out. According to incomplete statistics from Winshang.com, in the first quarter of 2024, a total of 82 new first stores will be opened in Xi'an, Lanzhou, Yinchuan and Xining, mainly including catering, retail, sports and entertainment, children's parent-child and other formats, and the first restaurant and retail store are still the main force.
In terms of city performance, Xi'an topped the list with 49 first-time stores, Lanzhou and Yinchuan tied for second place with 14 first-time stores, and Xining ranked third, with only 5 first-time stores open.
From the perspective of the magnitude of the first store, the first store in the country and the first store in the region prefer Xi'an, while Lanzhou, Yinchuan and Xining mainly lay out the first store in the city. In terms of the proportion of business formats, among the 82 first stores opened in the first quarter, 44 were the first restaurants and 25 were the first retail stores, and catering became the favorite format of the first store introduced by the mall with a proportion of about 54%. Similarly, every provincial capital city in the northwest also prefers the first restaurant of the restaurant. In the first quarter, there were 49 first stores and 31 first restaurants in Xi'an; There are 14 first stores in Lanzhou and 8 first restaurants in Lanzhou.
Xi'an
The first store in Northwest China & the whole country accounted for about 22.4%
From the point of view of the number of first stores, Xi'an, as the most economically active city in Northwest China, has performed well in the introduction of the first store, among the 49 first stores, there are 9 first stores in Northwest China and 2 first stores in the country, far exceeding other cities in Northwest China, which shows that Xi'an has strong competitiveness in the introduction of the first store in the region and the first store in the country. Among them, there are 31 restaurants and 11 retail, with the first store in the catering category accounting for about 63.3% and the first retail store accounting for about 22.4%.
followed by the retail format, with 11 new brand first stores, accounting for 22.45%. Including the newly opened first store of a blueberry in the northwest of Xi'an Joy City, and the newly opened nice rice pop-up concept store in G park of Old Town Root. In the first quarter, Xiaozhai Intime Department Store opened three new stores in Northwest China, namely Saigao Card, Mansoul and GOODSLOVE, providing consumers who like ACG culture with more diverse experiences and choices.
In addition, in the first quarter, Xi'an also added 4 new first stores of cultural, sports and entertainment brands, accounting for 8.16%, including the first store in the northwest of Sanqin Zaowu in Xi'an Yuehui Plaza, the first store in Shaanxi of Wonderful Caves in SEG International Shopping Center, the first store of Zhenguan BOOKS in Xi'an in Qujiang Creative Valley, and the first store in Xi'an of Chuhe Art Space in Hall B of Qujiang Intime City.
In terms of the distribution of first stores, compared with Lanzhou and Yinchuan, the distribution of first stores in Xi'an is more scattered and uniform, and there is no situation where the first stores are concentrated in a certain project. Xi'an Joy City, Qujiang Intime City Hall B, and Xiaozhai Intime Department Store have all introduced 3 first stores, and the other first stores are located in more than 30 different commercial projects.
Lanzhou
Food and beverage account for more than 57%
In the past two years, Lanzhou Commerce and Lanzhou City have issued a series of policies to support the first store economy, forming a synergy, and jointly promoting the development of the first store economy, showing a positive trend. According to incomplete statistics from Winshang.com, in the first quarter of 2024, a total of 14 new first stores will be opened in Lanzhou among the 22 commercial projects that will be monitored in the first quarter. From the perspective of opening time, the first stores of 10 brands chose to open in January, accounting for about 71.4%. In February, around the Spring Festival, there were only 3 first stores opened that month, and in March, 1 first store was unveiled.
From the perspective of business formats, including catering, retail, culture, sports and entertainment, 8 catering brands accounted for 57.1%, followed by 4 retail brands, accounting for about 28.6%, and only 2 cultural, sports and entertainment brands, accounting for only 14.3%, catering and retail continued to maintain a leading position.
As a passenger flow engine, catering is still an absolutely sought-after format, with 8 catering brands occupying the leading position in the first quarter of the first store, but all of them are Chinese restaurants and lack exotic restaurants. Under the subdivision, casual dining accounts for a relatively high proportion, and the popular coffee, Cudi's new beverage brand Chamao, was unveiled in Lanzhou Center; Starting from the subdivision of snacks, Lushanchuan accurately positions products. In addition, Beijing Qilin Feast Seafood Buffet, Chazui Taoxi, Chuntai People's House, 8901 Folk Tavern, and hot pot categories such as Baicaotan Sheep also choose to open stores in Lanzhou to adapt to changing eating habits and provide a variety of choices.
In terms of retail, beauty is still one of the mainstream directions introduced by major commercial entities. Taking Lanzhou Center as an example, brands such as Sekkiseise, YUESAI, and VALENTINO have settled in the first quarter of this year, bringing personalized fashion experiences and beauty novelties to young fashion lovers, attracting a large number of fans and continuing to enrich the beauty category. In addition, the cultural, sports and entertainment brands represented by Xuele Mountain Indoor Skiing and White Horse Theater have also brought more leisure experience space for parent-child families from the dimensions of sports and art.
Yinchuan
Lifestyle brands are growing rapidly
According to incomplete statistics from Winshang Big Data, in the first quarter of 2024, Yinchuan will add 14 new brand first stores, including 5 first stores in Ningxia and 9 first stores in Yinchuan.
From the perspective of business distribution, the first stores of new brands in Yinchuan in the first quarter were mainly retail, and 6 new brand first stores were opened, accounting for 42.9%; The catering format followed closely behind, with 5 new brand first stores, accounting for 35.7%. In addition, in the first quarter, there were 2 new brand first stores for parent-child children, accounting for 14.3%; 1 new brand opened its first store in culture, sports and entertainment, accounting for 7.1%.
Focusing on sub-categories, the newly opened brands in the retail format in the first quarter were mainly in the fashion and lifestyle categories, such as the beauty care brand [Lin Qingxuan], which focuses on camellia repair products represented by camellia body oil; Selling the world's beautiful trendy toys IP theme store [MH Global Trendy Toys Collection Store]; and the first luxury membership discount store in Xinbai [New Luxury Club · UNIBUY】。
In addition, in the first quarter, the first store of the newly opened brand in Yinchuan retail format also included 2 clothing collection stores. As we all know, in the wave of change in the retail industry, the collection store has quickly become the darling of the market with its unique business model and consumer experience. In January this year, C&D Youyue City opened the first store of [Pepsi Trendy Products] in Ningxia, which is a subordinate clothing brand of Pepsi Cola, with fashion and street sense coexisting, integrating the collision of different elements and cultures, from clothing to accessories, one-stop matching. In addition to this, the store also has an interstellar bear blind box to choose from. In the catering industry, the beverage brand [Baozhu Cheese], which focuses on "cheese tea", has been newly opened, and the beverage brand [Chayiji], which is more oriented towards flower and fruit tea; and the Yuedexian Cantonese dim sum teahouse brand [Yuedexian], which is committed to inheriting the taste of Laoguangfu and focusing on the Xiguan style.
Xining
The first store is not attractive enough, and only 5 first stores are absorbed
According to incomplete statistics from Winshang Big Data, in the first quarter of 2024, there will be 5 new brand first stores in Xining, including 2 first stores in Ganqingning, 2 first stores in Qinghai, and 1 first store in Xining.
From the perspective of business distribution, the first stores of new brands in Yinchuan in the first quarter were mainly retail, and 4 new brand first stores were opened, accounting for 80%; There is only 1 first store in the education and training format, accounting for 20%. Although the number of first stores in Xining is relatively small, the proportion of retail formats is about the same as that of other provincial capitals in Northwest China, which shows that the capitals in Northwest China have maintained the same pace in the selection of first stores.
Some of the new brands
To Blueberry
First store level: the first store in Northwest China
Settled project: Xi'an Joy City
Brand Introduction: Founded in 2021, A BLUEBERRY from Hangzhou is committed to creating a brand image of mass positioning with a daily urban commuting style that is more in line with Asian aesthetics, and is committed to providing consumers with cost-effective high-quality products, bringing a new aesthetic shopping experience to young girls of Generation Z.
In January this year, A BLUEBERRY's first store in Northwest China opened in Xi'an Joy City. It is committed to turning "concept trends" into "fashion symbols" that consumers can wear out to take social photos, and brings more surprises and experiences to consumers with its high-frequency new product launch speed.
// GOODSLOVE
First store level: The first store in Northwest China
Settled project: Xiaozhai Intime Department Store
Brand Profile: GOODSLOVE is a newly created IP derivatives offline sales brand in 2023, committed to providing ACGN enthusiasts with a new offline peripheral shopping experience, creating an exclusive space for ACGN users from multiple dimensions such as content, socialization, experience, and service, covering shopping, catering, entertainment, leisure and other functions.
In March this year, GOODSLOVE's first store in Northwest China opened in Xiaozhai Intime Department Store, which adjusted the 1st to 3rd floors of the core department store to be guided by the interests of Generation Z, focusing on the two-dimensional business format, vertically serving subdivided consumer groups, and focusing on the introduction of many first-time brands in the northwest, such as trendy toys, millet stores, and Sankeng clothing.
Chongqing hot pot factory
First store level: the first store in Northwest China
Settled project: Xi'an Joy City
Brand Introduction: Chongqing Hot Pot Factory is a hot pot brand under Jiumaojiu. The main fresh-cut beef, with the Sichuan flavor pot base as the main product. From the perspective of young people, the store adopts an industrial decoration style, coupled with interesting slogans and slogans, as well as the combination of IP image and dishes in the two-dimensional style, attracting many young people to check in.
On March 19th, the first store in the northwest of Chongqing Hot Pot Factory was officially opened in Xi'an Joy City, which is not only a hot pot restaurant, but also a happy manufacturing factory.
Tea Cat
Settled project: Lanzhou Center
First store level: the first store in Gansu
Brand Profile: The first store in China was officially opened in Beijing in February this year. It is understood that Tea Cat is positioned as "healthy milk tea", focusing on raw leaf fresh milk tea, covering pure tea, fresh fruit tea and other products. In addition to the first store in Beijing, the tea cat store has been opened in Guangzhou, Wuhan, Hangzhou, Nanjing, Nanchang, Baotou and other cities. In November last year, Cudi Coffee publicly stated that "Tea Cat" is the second brand of Cudi, focusing on the healthy new tea drink track, and in the brand manual, Tea Cat also said that it will further expand the synergy effect with the help of Cudi Coffee's solid advantage foundation and provide greater value for associates and consumers.
Different from general tea stores, all stores of Tea Cat are equipped with a human-machine collaboration system, through the collaboration of store staff and robots, the best optimization of customer experience and cost structure can be achieved, 24-hour unmanned business can be realized, and price advantages can be achieved by equipping with a human-machine collaboration system.
White Horse Theatre
Stationed project: Lanzhou Old Street
First store level: the first store in Gansu
Brand Introduction: White Horse Theatre has been established for ten years and is the first private drama troupe in Northwest China. The troupe is committed to promoting traditional Chinese culture, creating a number of traditional Chinese myths and historical stories as the background theme of large-scale immersive interactive dramas, the White Horse Theatre has a professional resident performance team and touring team, the cast and crew are graduated from major drama colleges and universities full-time actors, more than 50 full-time actors, the team's outstanding actors do their best to present the best theatrical experience for the audience, for consumers and children to bring a new artistic experience.
Indoor skiing in Mt. Xuele
Settled project: IFCC Zhongtianjian Global Center
First store level: the first store in Gansu
Brand Profile: Founded in 2015, Xuele Mountain is the first indoor simulated ski chain organization in China, providing a full range of skiing services for teenagers and families aged 4-12. Through the training mode of indoor skiing + outdoor snow resort lessons, students can learn to ski more safely and efficiently. The service includes domestic and foreign ski travel, large-scale ski event hosting/undertaking, and ski equipment retail business, providing ski enthusiasts with "learning, playing, using, and racing" full-ecological ski services.
"Let children be more confident, sunny and brave to challenge through skiing" is the unswerving educational direction of Xuele Mountain. Xueleshan Sports is rapidly gaining high recognition from customers in the ski market with its subversive education model, innovative curriculum system and revolutionary teaching methods. The combination of Xuele Mountain indoor simulation and snow practice classroom has quietly changed the industrial pattern of ski education and created a new industrial space.
Attached: Summary table of the first store of newly opened brands in Northwest China in the first quarter of 2024
Data Description:
1. The data comes from public information and provided by the project team
2. Statistical scope: the first store opened in a certain region by a well-known, representative and influential brand in the industry, or the first new store opened by a chain brand or a traditional time-honored brand through innovative business models, product portfolios, scene services, etc
3. This data is incomplete statistics of Winshang.com, if there is any discrepancy, please leave a message to supplement